Social Media Usage in Australian

It seems that even in the new media space us Aussies still love our monopolies. There's only 2 social networks for most Australians.

I was recently doing some research on social media usage in Australia purely looking at scale (audience size and engagement). While ultimately how effective a platform is, comes down to what you get out of it... Reality suggest it's volumes that attracts advertising dollars.
Unique Audience - Social  Networks (Source Nielsen Answers, Jan 2013)

Australian reach has grown from 38% in 2009 to 72% in 2012 (Yellow Social Report) but slowed significantly in 2012 back to 4%. Sessions per person remained steady year on year at around 30.

As it reaches saturation in the local market it's hard to imagine Facebook maintaining such high engagement in the long term... Particularly with the commercial pressures from the stock market, but Facebook have a way of constantly evolving.

It became Australia's highest reaching home page in 2012 and advertisers have continued to poor Digital and TV budgets into it, fueling increased spends for Google (+46%) and Demand Side Platforms (+431%) according to local SMI data.

YouTube continues to grow, with an 8% increase in audience in 2012 on the back of a 32% explosion in 2011. Sadly, locally YouTube is really only being used to house TV commercials. There's only a handful of advertisers actually using it as a content platform (which warrants a future post) for now.

Everybody Else
Pinterest had a huge year exploding out of nowhere, to be somewhere, will be interesting to see what year 2.

Google+ had a huge growth spike, and will be interesting to see if this continues into 2013 or was it all from accidental log-ins through Gmail and group invites bouncing around.

Twitter has fallen flat, though it still remains one of the more engaged platforms of the smaller players. It seems we're all way to busy pinning Instagram photos from Facebook to keep tweeting

Linkedin has remained really solid capturing a large chunk of the professional audience.


Mark Parker said...

Hi Brett
Agree with your sentiments re Facebook and Google - I keep hearing noise re G+ but I'm just not getting the value proposition...

Any thoughts on Tumblr and Foursquare?

Unknown said...

Hi Mark,

I'm with you on G+ as it just seems to be a better version of a Google profile.

Fair point...
I left out Tumblr (1.8m), Wordpress (2.2m) and Blogger (3.8m) because (in my opinion) they are used to differently. I don't believe in Aus there is mass consumption of those platforms as social networks instead they are more houses for blogs that undoubtedly receive a lot of traffic.

Foursquare on the other hand really doesn't have the user base in Aus, on average around 100k people per month according to Nielsen.

Unknown said...

In Barney Giamatti replica wathces character gains between 20 and 30 pounds, his skin coloration rolex replica changes and he develops subtle wrinkles around his eyes gucci replica. His hairline changes and the characteristics chanel replica of his beard are a key to the passing years. All of this has to look authentic replica handbags but not distract from the story.

Custom Essay said...

Nice article and such a good information. Thanks for your excellent posting. I really enjoyed reading this blog.

Unknown said...

Automatic watch winders may be rolex replica begin in 3 above flavors, programs akin of investment you admiration to absorb and aswell the corrective acreage amount the winder. The everyman priced automated watch winders serve the replica watches uk commonsensical action of ambagious timepieces, but defective the aesthetically ambrosial covering apprenticed or copse formed case to accommodate them. They charge to accommodate added than almost collapsed apparent rolex replica watches to plan correctly. The additional ambit of automated watch winders is hardly added expensive.

Unknown said...

I have read your blog its very attractive and impressive. I like it your blog.

Social Media Marketing Agency Social Media Marketing Services

Deya Kapoor said...

Delhi escorts are a team of beautiful girls who offer their services to clients in multiple terms and for a particular price. These prices generally are for a night and is pre-decided between the agency and the client. Delhi Escorts Service

Nicolas Brown said...

AvriqPrinter RepairPrinter InstalltionWifi trouble shooting
Software InstalltionI am glad to see this post. all the details are awesome and good in this post
Virus removal

Thia West said...

Thanks for posting Really Such Things. I should recommend your site to my friends.
MenmyshopCar StereoDouble Din Android PlayerHyepersonic Double Din PlayerHyundai Creta Double Din Player Hyundai Xcent Double Din PlayerTata Nexon Double Din Player
CBSE open schoolcbse privatebanzaraonjourney

Lisa said...

packer and mover chandigarh
Packers and movers in panchkula
packers and movers in mohali

Movers and packers in mohali

Patrachar Vidyalaya Admission Form
Patrachar Vidyalaya Shalimar Bagh
Open School admission
Cbse Patrachar

Radley Co Tad said...

Great Article
Final Year Project Domains for CSE
Project Centers in Chennai